Commercially viable wholesale pricing
Our partnership program combines paid onboarding and promotion with a separate retail supply arrangement. Both must be commercially viable. The partnership fee does not reduce our wholesale margin requirements or compensate for products that cannot be sold sustainably.
Target margin and absolute floor
- Target product gross margin: 30–35%.
- Limited consideration: 25% to below 30%, subject to demand, costs and operational fit.
- Below 25%: products will not proceed.
We require genuine wholesale pricing that meets these thresholds. A price described as “trade” is not sufficient unless the actual figures support the required margin.
Use actual market selling prices
For assessment, use the current selling price of the same product in the market, including your own direct-to-consumer website and comparable offers from established retailers. Identify differences in freight, product specifications, included accessories, stock availability and temporary promotions.
RRP means recommended retail price. It is a reference point, not automatically the price customers currently pay. We do not assess viability using inflated, historical or unsupported RRPs. Supply both the current RRP and representative market pricing where they differ.
How we calculate the indicative margin
Use amounts in AUD excluding GST on both sides of the calculation.
Product gross margin (%) = (Selling price − Wholesale supply price) ÷ Selling price × 100
For a product selling at $2,000 excluding GST:
- A $1,300 wholesale price produces a 35% product gross margin.
- A $1,500 wholesale price produces a 25% product gross margin, requiring exceptional approval.
- A $1,600 wholesale price produces a 20% product gross margin and will not proceed.
This is margin, not markup. The application’s indicative calculation is before freight, handling and operating costs. We also assess compulsory freight, dropship charges, payment costs, returns exposure and other costs when deciding whether the product is viable. A qualifying headline margin is not automatic approval.
Disclose the full supply cost
Provide the wholesale price, any compulsory per-unit charges, order minimums, freight thresholds, surcharges and payment terms. Explain estimated freight or charges that depend on location or order size.
We do not rely on future volume discounts, uncertain rebates or higher sales volume to make an otherwise unviable product acceptable. Any agreed rebate or promotional funding must be documented separately.
When market prices change
Tell us promptly about wholesale price changes, revised RRPs, upcoming supplier promotions and changes affecting supply costs. We assess ongoing viability using current market conditions and the agreed terms.
Where a range becomes unviable, we may seek revised wholesale terms, change our product selection or review promotional activity and listings in accordance with the agreement. This does not require other retailers to maintain a minimum selling price.
Submit representative pricing
Include one representative product in your application, with its current selling price, wholesale supply price and compulsory charges, all excluding GST. Further pricing may be requested during review.
Read our Retail Pricing & Promotional Guidelines for RRP and promotional expectations.
Let’s explore the fit.
Tell us about your brand, range and supply arrangements. Applying creates no payment commitment.